Premium SMS Campaign Generates Revenue for Radio Station as Thousands of Listeners Text-in

Client: CTVglobemedia

CTVglobemedia Inc. is Canada's premier multimedia company with ownership of CTV, Canada’s #1 television network, and The Globe and Mail, Canada’s #1 national newspaper. CTVglobemedia also owns the CHUM Radio Division, which operates 34 radio stations throughout Canada

Campaign: Madonna LIVE – VIP Style

3 Tier Logic and the Beat 94.5, Canada’s #1 Hit Music Station of 2008, teamed up to promote Madonna’s SOLD OUT Vancouver concert on her “Sticky and Sweet” Tour. The grand VIP prize included a one night stay at The Westin Grand Vancouver, dinner for two at Aria Restaurant and Lounge, plus limo service to and from the show.

Objectives:

Allow for maximum contest entries in a short period of time

Generate revenue for The Beat and 3 Tier Logic

Increase excitement and awareness of concert

Build database for future promotions and on-going communication

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

3 Tier Logic’s mobile services solutions created an “anytime-anywhere” digital communication channel for The Beat 94.5 listeners. Listeners were encouraged to text message in “MADONNA to 945945” to win tickets to her sold out concert. “Calls to action” were found on The Beat’s website, featured in their exclusive BeatVIP newsletter, and announced on-air by The Beat DJ’s. The winning text message entry was randomly selected and the recipient was announced on-air.

The Results:

The Madonna SMS promotion ran for a week and a half, and received over 4,700 entries! As a premium SMS campaign, all participants were charged $0.50 per entry and there was no limit on the number of entries per person. The Beat utilised text message entries as the only form of contest participation, with some days bringing in over 700 entries!

By tracking mobile participation, The Beat was able to view which on-air announcements were the most effective in encouraging listeners to text-in.